The startup plans to use the platform as a proof of concept for other streaming services aimed at niche genres, and the investment from Media24, in return for a 10 per cent stake in the business, will provide it with 18 months runway to scale Liedjie and build a second stream.

Media24 reached out to us to learn more about Liedjie and explore whether there was any potential to collaborate. This led to a discussion about our funding requirements, the terms of the seed round we had opened and their potential involvement as a strategic partner,” Catherine Lückhoff, founder and chief executive officer (CEO) of NicheStreem, told Disrupt Africa.

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Passionate about the vibrant tech startups scene in Africa, Tom can usually be found sniffing out the continent's most exciting new companies and entrepreneurs, funding rounds and any other developments within the growing ecosystem.